Google Adwords


Presentation Description

Digital marketing with Google Adwords to get you fast and effective visibility online.


Presentation Transcript


Google Search


Google is the search engine of choice for estimated 75 % of all Internet users. Following is Yahoo with estimated 20%, Bing about 5%.


Google knows its users Google records user’s IP address Google records user’s search history Google records user’s email Google records user’s shopping habits Google records user’s social contact


Consistent Growth


Mobile Usage Growing faster


Don’t Forget Tablets


“Google AdWords Lets You Creates Simple Effective Ads And Serves Them To People Who Are Already Searching Online For Your Info Related To Your Business”


In a nutshell, AdWords is Google's paid advertising product. Those are AdWords ads that a company paid for so that people will notice their business whenever they're searching Google. And, they only have to pay whenever someone clicks on the ad.


Your Customer search Google in Over 100 languages #1 Search engine in 17 out of 20 countries measured Rank #1 in 2005 Web Globalizations Report Card


Drive Traffic to Websites Increase Online Sales Brand Awareness Product Awareness New Initiates


Fastest way to promote products / services Very Targeted and Specific Get your Prospect to find you – No Cold Call


Anybody with Google and Credit Card Account Suitable for Direct Response Ad Can use Anywhere, Anytime!


Here’s how it works A person enters a “SEARCH” “GOOGLE” sorts all advertisers based on *ad rank Then search displays “ORGANIC & PAID” results


Organic vs. Paid Results


Mobile Results


What you will learn Learn to create ads that will result in new customers Objectives : Target ads based on location, behavior, time and device Research keywords and competitors to locate new opportunities Track effectiveness and optimize performance of AdWords campaigns


To Create Google AdWords Account You need a “Gmail Account” to make AdWords Account First you required to have a “Google Account” to make it


If you don’t have a Gmail Account You can make it by going through


To Create a Gmail Id You need to enter the details like first name, last name, email id (which you want to make), password. A mobile number so that your account should remain secure. Just fill these details carefully Now you are entered to Gmail account Just remember your email id and password


To Create a Gmail Id


If you have Gmail Account then Just Type in URL


Sign in with your Gmail Account


You can click the Start Now


Create a Campaign Now


What is Campaign Is a set of  ad groups ( ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.


Campaign Categories Clicks AdWords account can have one or many ad campaigns running. Each campaign consists of one or more ad groups. Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more You can create separate ad campaigns to run ads in different locations or using different budgets.


Account Organization Before you create ads , you should understand the three-layer design of AdWords. Understanding the relationship between these layers of your account will help you organize your ads, keywords, and ad groups into effective campaigns that target the right audience.


AdWords is Organized into three L ayers: Account Account  is associated with a unique email address, password, and billing information Campaign Campaigns have their own budget and settings that determine where your ads appear. Ad Groups Campaigns have their own budget and settings that determine where your ads appear.




Set Up Your First Campaign If you run multiple businesses consider one account per Business and use My Client Center to Manage them all Things to consider . . .


Set Up Your First Campaign 2. If you run a local business consider running an AdWords Express account Things to consider . . .


Intro and Outline Fundamentals Of AdWords Campaign Targeting Managing Budgets and Bids Creating Successful Ads Keyword Research Competitive Research Optimization Strategies Research Tools


Campaign Targeting Where Budget Write Ads Keywords




What Sites In Which Locations In Which Languages Where


Understand where your customers are Location, Location Location… How to find out where they are Finding the right customers Target your ads to them


Compare Location Target Types: Countries Areas within a country Radius


Target by Country


Add Multiple Countries Ideal For . . . Hospitality Customers from several countries book rooms at a hotel or resort E-Commerce Company sells and ships products to customers in other countries Service Services like web design, consulting etc that can work with clients in other countries Content Content that is consumed by readers/watchers in several countries


Details on COUNTRIES location targeting level and types of businesses


Targeting Within a Country Target by Region Cities & Zip Codes


Add Multiple Locations


Multiple Locations Ideal For. . .


Details on AREAS WITHIN A COUNTRY location targeting level and types of businesses


Target Within a Radius


Visualize the Radius and Area Target customers likely to drive to locations Target customers at an event Target location with potential intent. I.e. target airport for hotels


Details on RADIUS location targeting level and types of businesses


Other Locations Options Location Extension Target


Displays Address Link to Location on Map Link for Directions to Locations Manually Enter or Use Google Places Account Location Extension Target


Other Locations Options Bulk Location Targeting


Displays Address To target more than 1000 locations, you can add location targets in bulk multiple times. For example, if you'd like to target 1200 locations, add your first 1000 location targets. When you're done, add the remaining 200 locations. Bulk Location Target To target a city or zip code, include the full name of the country or state as well -- for example, Oxford, England or 94103, California


Language Targeting


Can Target Non-Native Speakers Spanish, Chinese, French etc. in the US Serve ads to tourist visiting from other countries Serve English ads to customers in EU


Google Domains Have Default Languages


About Language Targeting Others who don't speak the same language, you might find it tough to get your message across. Similar to AdWords, you want your ads to appear for customers who can understand them. .


About Language Targeting A ds can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you'd like to reach.


About Language Targeting Language targeting allows you to choose the language of the sites that you'd like your ads to appear on. We'll show your ads to customers who use Google products (such as Search or Gmail) or visit sites on the  Google Display Network ( GDN) in that same language. Keep in mind that AdWords doesn't translate ads or keywords .


Language Preferences Ads are targeted to reach a certain audience, based on your chosen language targeting options. AdWords works to ensure that your ad appears to your chosen audience. Language targeting lets you reach an audience that speaks one or multiple languages, allowing you to reach your users even if they're physically located in non-native areas. Recommended that you target the language in which your ad is written.




Campaign Budget Max Cost per Click Daily Budget


Max Cost per Click


Max Cost per Click A bid that you set to determine the highest amount that you're willing to pay for a click on your ad.


Max Cost per Click If someone clicks your ad, that click won't cost you more than the maximum cost-per-click bid ( or "max. CPC") that you set.


Max Cost per Click A higher bid generally helps your ad show in a higher ad position on the page.


Max Cost per Click You'll choose between manual bidding (you choose your bid amounts) and automatic bidding (you set a target daily budget and the AdWords system automatically adjusts your max. CPC bids on your behalf, with the goal of getting you the most clicks possible within that budget).


Daily Budget


Daily Budget An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day.


Daily Budget You set an average daily budget for each AdWords campaign , and then the system will aim to show your ads as much as possible until your budget is met.


Daily Budget When your budget is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery option.


Daily Budget Possible that you'll be charged less or sometimes slightly more than your average daily budget amount on a given day. 


Daily Budget In a given billing period, you're never charged more than the average number of days in a month (roughly 30.4) times your daily budget .


Write Ads


Ads Overview Relevant Your AdWords Express ad helps you highlight selling points of your business and attract customers. You can create a single ad for your business, or run multiple ads to showcase different products or services.


How ads Work When you sign up for AdWords Express, you’ll write an ad that describes your business. You’ll also describe your business's product or service and set a budget. Your ad is what potential customers will see when they search for businesses like yours on Google or Google Maps.


Your AdWords Express ad can appear when potential customers in your targeted geographic area search for  phrases related to your business on Google or Google Maps. Your ad can also appear for people who are outside of your neighborhood, but who include terms related to your business as well as your business location in their searches. How ads Work


To effectively reach potential customers, your ads should be : Informative Relevant Engaging


Once you've signed up for AdWords and created a campaign, you can start creating ads.


Create a New Text Ad Text ads on the Search Network show above and below Google search results. A text ad on Google search is the simplest online ad that AdWords offers. 


Online Ad has three parts : Headline text Display URL Description text


Headline Your text ad consists of two headlines where you can enter up to 30 characters each to promote your product or service.  People are most likely to notice your headline text, so consider including words that people may have entered in their Google search.  The headlines are separated by a dash "-" and may show differently based on the device someone is using when they view your ad. .  




Display URL The display URL, usually in green, shows your website address. This display URL is made up of the domain from your final URL and the text in the optional  ”Path Fields”. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact language of your display URL. 


Display URL


Descriptions Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”






Words or phrases describing your product or service that you choose to help determine when and where your ad can appear . Keywords


The keywords you choose are used to show your ads to people. Select high-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers. Choose Keywords


When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads. Match Keywords


Great Keywords A great keyword list can help improve the performance of your ads and help you to avoid higher prices. Poor keywords can ultimately cause you to have higher prices and lower ad position.


Add Match Keywords You can add  match types  to your keywords to help control which searches your ad can be matched with.


How Keywords work To get your ads to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people search for. When a customer searches for a term that matches your keyword, your ad can enter an auction to determine if it will show.   The cost for each keyword will be different depending on the quality of your keyword, your competition in the auction, and other factors.  Make sure your keywords and landing page are all closely related to the terms that a customer might be searching for or that would appear on websites a customer would visit


Managing Budgets and Bids Performance Media Platform Manage Google AdWords and other PPC suppliers from one interface Track ad impressions, clicks, Conversations and revenue on search, social and display channels, for computers and mobile devices. Bid and Budget optimization – Meet budgets and deliver more clicks at lower CPC Automate tedious tasks with business rules


Choose your Bid and Budget To run your ads on Google, you'll need to decide on the right budget and bidding options. Your budget  establishes a charging limit for an individual   campaign, so it should be the average amount you'd be comfortable spending per day (or seeing on your monthly credit card bill if you multiplied your budget by 30.4, the average number of days in a month). Your actual costs may be lower, depending on how you manage your bids.


How Campaign Budget work Your budget amount is for a single campaign (as opposed to a total amount across all your campaigns), and it represents the average amount you're willing to spend per day in that campaign.  If you want to check your average  daily budget across all campaigns, you can use the "Budget" column under the Campaigns  tab . If you prefer thinking of your budget in monthly terms rather than in daily terms, you can calculate your monthly budget by multiplying your average daily budget by 30.4 (the average number of days per month).


How Bidding works When many people think of an auction, they often think of a prize being sold for the highest bid. But our  ad auction uses both quality and bid to determine your ad's position. So even if your competition bids higher than you, you can still win a higher position at a lower price with highly relevant  keywords and ads.


If your goal is to gain clicks to generate traffic to your website, there are two cost-per-click bid strategies to consider: Maximize Clicks Manual CPC bidding


Maximize Clicks Is the simplest automated bid strategy. All you have to do is set a  daily budget and the AdWords system automatically manages your bids to bring you the most clicks possible within your budget.


Manual CPC Bidding Lets you manage your maximum CPC bids yourself. You can set different bids for each ad group in your campaign, or for individual keywords or placements.


Find your Campaign’s Recommended Budget There are 2 cases where AdWords will mark your campaign status as “Limited by budget” and provide budget recommendations Your campaign is under-performing due to a limited budget You’re using Maximize Clicks bidding and could increase traffic by adjusting your budget .


Avoid a Depleted Daily Budget


“If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you'd like- or might not show at all.” Avoid a Depleted Daily Budget


Lower your bids in campaigns that are "limited by budget " Lower your bids in campaigns that are "limited by budget”. Let AdWords automatically bid for you Change your delivery method from "Accelerated" to "Standard" Use your campaign's recommended budget Avoid a Depleted Daily Budget


Lower your Bids in Campaigns that are “Limited by Budget"


Lowering bids for budget-constrained campaigns could reduce the average amount you pay when someone clicks your ads, with the potential for your budget to go further and get more clicks. 


Let AdWords Automatically Bid for you


An alternative to lowering your bids yourself is to allow AdWords to automatically set bids for you. There are multiple types of automated bid strategies, each designed to help you reach a specific goal for your business, such as increased clicks or conversions


Change your delivery method from "Accelerated" to "Standard"


Accelerated delivery is likely to use up your campaign's daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. " Standard" delivery is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.


Use your campaign's recommended Budget


AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. You can use these recommendations to estimate how a new budget may improve the visibility of your campaign's ads.


Understanding Bidding Basics


Understanding Bidding Basics AdWords gives you several ways to bid for your ads, depending on what matters most to you and your business.


Most advertisers focus on: Clicks Impressions, Views (for video ads). Understanding Bidding Basics


Focus on clicks (for Search and Display Ads)


If your main goal is to have people visit your website, then clicks are a good place to start. Use cost-per-click (CPC) bidding and you'll pay only when someone actually clicks on your ad and comes to your site . CPC gives you choices: Automatic Bidding Manual Bidding Focus on clicks (for Search and Display Ads)


Automatic Bidding . This is the easiest way to bid. Set a daily budget and let AdWords adjust your CPC bids to bring you the most clicks possible within that budget . Focus on clicks (for Search and Display Ads)


Automated Bidding Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals


Manual Bidding . Take full control of your CPC bids. Manual bidding lets you set bids at the ad group level, or for individual keywords or ad placements, so you know you're bidding just what you want for the clicks that mean the most to. Focus on clicks (for Search and Display Ads)


Manual Bidding With Manual Cost-Per-Click (CPC) bidding, you can set a maximum price on the cost of someone clicking on your AdWords ads. You can get good value with this bidding method because you pay only when a viewer is interested enough to click your ad and learn more.


Manual Bidding


Focus on Impressions Instead of paying by the click, you can pay by the number of times your ad is viewable shown, if your campaign is targeting just the Display Network. That's called cost-per-thousand viewable impressions ( vCPM ) bidding, since you pay for every 1,000 times your ad appears and is viewable. If you're mostly interested in getting your name or logo in front of lots of people, this is a smart option. CPM bidding, like CPC manual bidding, lets you set bids at the ad group level, or for individual placements.


Focus on Impressions


Focus on (for Search, Display, and Shopping ads) With this advanced bidding method, you tell AdWords the amount you're willing to pay for a conversion, or cost-per-acquisition (CPA). A conversion (sometimes called an acquisition) is a particular action you want to see on your website.  To use CPA bidding you must have  conversion tracking  turned on, among other things, so CPA bidding is suited for intermediate and advanced AdWords users.


Focus on (for Search, Display, and Shopping ads)


Focus on views (for video ads) If your main goal is to evaluate how engaged viewers are with your video content, where they choose to watch your videos, and when they drop off from watching your content, you'll use cost per view CPV bidding. With CPV bidding, you'll pay for video views and other video interactions, such as clicks on the calls-to-action overlay (CTAs), cards, and companion banners. To set a CPV bid, you enter the highest price you want to pay for a view while setting up your TrueView video campaign. Your bid is called your maximum CPV bid, or simply "max CPV." This bid applies at the campaign level, but you can also set a CPV bid per ad format.


Focus on views (for video ads)


If you’re not yet familiar with the different ways to “BID”, Learn how to  Determine a Bid Strategy based on your “GOALS”.


Determine a Bid S trategy Based on your Goals AdWords offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting . . . .   Clicks Impressions Conversions Views


Consider your Goals Direct Action on your Site If you want customers to take a direct action on your site, and you're using  conversion tracking, then it may be best to focus on conversions. AdWords Smart Bidding lets you do that.


Cost per Click If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign. Consider your Goals


Focusing on Impressions If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions ( vCPM ) bidding to put your message in front of customers. You can also use a Target Search Page Location or Target Outranking Share strategy to maximize visibility.  Consider your Goals


Views If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) bidding. Consider your Goals


Manual CPC bidding Views With Manual Cost-Per-Click (CPC) bidding, you can set a maximum price on the cost of someone clicking on your AdWords ads. You can get good value with this bidding method because you pay only when a viewer is interested enough to click your ad.


How CPC bidding works For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad


How to decide what CPC bid amount set Once you've set max. CPC amounts that you're comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your CPC bids regularly.


Using Google tools to help you decide CPC bids Bid Simulator Keyword Planner First page bid estimates


Bid Simulator Runs "what-if" scenarios like, "How many more impressions would I have gotten if my bid had been $0.10 higher last week?"


Keyword Planner Shows you how often some keywords get searched, and gives you cost estimates at a glance.


First page bid estimates Helps you see how much you may need to bid to put your ad on the first page of Google search results.


Enhanced CPC (ECPC) Enhanced cost-per-click (ECPC) helps you get more conversions from manual bidding. ECPC works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.  For Search and Display campaigns, ECPC helps increase conversions while trying to keep your cost-per-conversion the same as you’re getting with manual bidding.


ECPC is a form of  AdWords Smart Bidding  that uses a wide range of auction-time signals such as device, browser, location, and time of day to tailor bids to someone’s unique context, but not to the full extent of other Smart Bidding strategies,  ECPC


ECPC for text ads is available on the Search Network and the Display Network, but not for app installs campaigns. For Shopping ads, ECPC works only on Google Search. ECPC


ECPC is available as an optional feature with  Manual or as a portfolio bid strategy. ECPC


Before you begin To use Enhanced CPC, you’ll need to have conversion tracking enabled. Learn how to  Set up conversion tracking.


Set up conversion tracking With AdWords  conversion tracking your ad clicks lead to valuable customer activity, such as : Website Purchases Phone calls App Downloads Newsletter sign-ups and more . . .


Depending on the type of conversion you’re tracking, the setup process is different, The first step in setting up conversion tracking is choosing a conversion source, or where your conversions come from.


Choose a Conversion Source: Websites Apps Phones Imports


Websites  Track when a customer completes an action on your website. This could be, for example, making a purchase, signing up for a newsletter, clicking a button, or any other valuable action a customer can take on your website.


Apps Track when a customer installs your app or completes an in-app action, such as a purchase


Phones  Track when a customer calls you from a phone number in your ads or from a phone number on your website, or when they click your phone number on your mobile website. 


Imports Track when an ad click leads to a conversion in the offline world, such as a sale in your office or over the phone


To learn about ECPC for Shopping, you need Set up ECPC for Shopping campaigns.


Cost-per-view (CPV) bidding Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for TrueView video ads in AdWords. With CPV bidding, you'll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners ) A  view is counted when someone watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first . With traditional online text or image ads, customers on the web may see your ad, read its text, and click your URL to go directly to your site.


How to decide what max. CPV bid amount to set You can base this amount on the reach estimates we present as you select your targeting settings and max. CPV when building a new campaign (or managing your ad groups later). You can also base this on what you know about your business and the value of a view.


What you're charged Your max. CPV bid is the most you'll be charged for a video view, but you won't always be charged this maximum amount. Wherever possible , try to charge you only what's necessary for your ad to appear on the page. The final amount you actually pay for a view is called the actual CPV. Actual CPV is often less than max CPV because with the AdWords auction, you pay no more than what's needed to rank higher than the advertiser immediately below you.


Two elements affect the actual CPV you pay Quality Score Ad Rank


Quality Score Quality Score is a measure of how relevant your ad is to a customer, and includes multiple performance factors like view rates Quality Score is intended to give you a general sense of the quality of your ads The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by them.


Three factors determine your Quality Score: Expected click through rate Ad relevance Landing page experience Having a high Quality Score means that the systems think your ad and landing page are relevant and useful to someone looking at your ad.


Expected click through rate A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions, and other ad formats that may affect the visibility of your ads . This status predicts whether your keyword is likely to lead to a click on your ads. AdWords takes into account how well your keyword has performed in the past, based on your ad's position. The expected click through rate (CTR) AdWords provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. At auction time (when someone's search terms triggers one of your ads), AdWords calculates a more accurate expected CTR based on the search terms, type of device, and other auction-time factors


Ad relevance A keyword status that measures how closely related your keyword is to your ads. This status describes how well your keyword matches the message in your ads This status to help identify keywords that might not be relevant enough to your ads to perform well.


Landing page Experience A measure that AdWords uses to estimate how relevant and useful your website's landing page  will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms. Landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.   You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.


Quality Score is based on past performance data Quality Score is an aggregated estimate of how well a keyword has performed overall in past ad auctions. Based on this data, each of your keywords gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.  Null Quality Scores, designated by "—" in the table, appear when there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score.


Ad Rank A value that's used to determine your ad position (where ads are shown on a page) and whether your ads will show at all.  Ad Rank is calculated using your bid amount, the components of Quality Score (expected click through rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. Ad Rank determines your ad position -- where your ad shows on the page in relation to other ads -- and whether your ads are eligible to show at all. The main components of your Ad Rank are your bids and the quality of your ads and website.


Campaign > Ad Group > Keywords


Example 10-15 Keyword Variations Hazelnut Ground Coffee Vanilla Decaf Ground Coffee Ground Coffee Campaign 10-15 Keyword Variations


Adding Keywords


Where to Find keywords Google Keyword Planner Provides keywords ideas for relevant terms Website Data See how customers have found you in the past Do a search See what keywords your competitors are using Ask your customers Get info from people that matter


Google Keyword Planner


Google Analytics Path : Google Analytics > Traffic Sources > Search > Organic Path : Google Analytics > Behavior > Site Search > Search Terms


Do A Search Google Instant Google Search Results


Ask your customers Ask how they found you Ask what they had trouble finding Ask what they call your product Ask who your competitor are


Different Match Types Broad Match Includes misspellings synonyms and variations No additional syntax Modified Broad Match +your+keywords Phrase Match Includes your key phrase and phrases that use your key phrase Syntax : “your key phrase” Exact Match Includes only your key phrase and very close variations Syntax : [your key phrase]


Broad Match Example key phrase : chocolate flavored coffee Potential Searches Keyword Could be displayed Coffee flavored chocolate Flavored ice cream with coffee and chocolate How to add chocolate to flavor coffee


Phrase Match Example key phrase : “chocolate flavored coffee” Potential Searches Keyword Could be displayed Belgian chocolate flavored coffee Buy chocolate flavored coffee What is the best chocolate coffee


Exact Match Example key phrase : [ chocolate flavored coffee ] Potential Searches Keyword Could be displayed Chocolate flavored coffee Chocolate flavored coffees


Negative keywords Protect from searches that will not turn into customers Syntax: -keyword Good Negative Keywords to Start with Free, free sample, discount codes, discounted, cheap, samples How to, making, how to make, do it yourself, tutorials Jobs, salary, hiring, intern, internship


Where to Find Negative Keywords Generate a keyword report Search & add negatives


Other sources Negative Keyword Tools Google Analytics : sort by engagement Word stream Negative Keyword Tool Google Instant Search Generic Negative Keyword Lists


Dynamic Keyword Insertion


Dynamic Insertion Displays What the Searcher Searched


Capitalization Syntax


The Wrap Up Dynamic Keywords Can increase CTR and Quality Score Use tight Ad Groups for best relevancy Test against static ads Test different capitalizations


Keyword Research Keyword research is a practice search engine optimization (SEO) professionals use to find and research actual search terms that people enter into search engines. Search engine optimization professionals research keywords, which they use to achieve better rankings in search engines.


Application of Keyword Research Keywords are the heart of every search on the web, but it’s the keywords you target that make difference. Do your keywords attract traffic that convert sales or goals? What is the search intent behind a keyword? Do you know exactly what your target customers are searching for?


Why do we need it? Simply, Keyword Research is an integral process in SEO used to identify and research exactly what people are entering into search engines for a chosen industry. Not only does it tell you what people are looking for, but how they feel and the intent behind a search A comprehensive list of keywords can be used to optimize webpages in order to rank for what your target customers are searching for. Ultimately, this is about the right content to satisfy the user need and as a result increase conversions and user engagement.


Head vs. Long-tail Sourcing long-tail keywords is imperative to keyword research. Use Head keywords to generate volume and long tail keywords to generate profit


Keyword Length Keywords that were 11-15 characters generated the bulk of impressions, clicks, and conversions. This is consistent with the adage that the head generates most of the volume . Note , however, that head terms are not necessarily the shortest terms. Keywords that were 0-5 characters long never generated a meaningful number of clicks and conversions. Even though keywords that were 6-10 characters long generated a significant number of impressions, these keywords were not the top performers as far as clicks and conversions were concerned.  


Keyword Length Instead of measuring profitability per se, we looked at the efficiency of each keyword, as measured by click-through rate (CTR), conversation rate, and conversation per 1,000 impressions. We see the power of long tail keywords in action. In general, we see a steady and almost monotonic increase in CTR, conversion rate, and conversion per 1,000 impressions as keywords increase in length, with the most “efficient” keywords 31-35 character bucket.


Key Conclusions While length of keywords will obviously vary across different verticals, we can make a few broad inferences about keyword length: 0-5 character keywords are, more often than not, too short for advertisers to derive any meaningful intent. As such, they don’t create meaningful impressions, clicks, or conversions for most advertisers. 6-10 character keywords generate a high number of impressions. They don’t, however, generate a proportional number of clicks and conversions. Consumers are entering queries of this length; however, they still aren’t far enough along in the purchase consideration funnel to actually click and convert on paid search ads. Nearly 60 percent of all impressions, clicks, and impressions occur with 11-20 character keywords. Including 21-25 character keywords brings us to 80 percent of call conversions. As such, 11-25 character keywords definitely comprise the “head.”


While length of keywords will obviously vary across different verticals, we can make a few broad inferences about keyword length: While 26-40 character keywords generate significantly fewer impressions, they are much more efficient than head keywords. Specifically, 11-20 character keywords represented 62 percent of clicks and 62 percent of conversions (a 1-to-1 relationship); whereas, 26-35 character keywords represented 6 percent of clicks and 10 percent of conversions – a 3-to-5 relationship. In other words, the long tail keywords were – ballpark – about 66 percent more profitable than the head keywords (ignoring bids), supporting the notion that long tail keywords are more profitable than head keywords. The impression, click and conversion volume with +40 character keywords is minimal. Efficiency on these keywords is very low as well. As such, SEMs should probably not spend time generating/managing keywords with greater than 40 characters. Key Conclusions


Searchers Intent Every search on the internet has an aim. These mostly fall into one of three categories. Understanding the searchers intent will determine what can be achieved from targeting a keyword.


Google Keyword Planner Google ‘s Keyword Planner is the bread and butter tool used for Keyword Research and is extremely simple to use :


Google Trends Google Trends is a tool that shows how often particular search terms are entered relative to the total search volume in a given location. It is best used in conjunction with Google Keyword Planner. Trends enables you to look at when terms are trending, at what time period and in which locations. Compare similar terms to spot rising and declining trends.


Long-Tail Method


Related Searches Google related searches is great for finding long-tail keywords. When you type in the search bar, Google gives a bunch of suggestions. But how do we extract this data? Fortunately, we have free tools to do this for such us It’s particularly good because it adds a character before and after keyword, generating a huge amount of suggestions. Type your key phrase into the search bar, then click “copy all” (see below) and run them through Keyword Planner to get your search volumes.


Related Searches


Related Searches


SEMrush - Competitor Research Reviewing competitors is great way to further understand the customer, find alternative keywords and unlock different avenues for ranking opportunity. Using SEMrush? Enter competitors domain View full report for “Organic Keywords” Use the advanced filters to remove branded terms leaving the most useful data for the Excel export Repeat with the other competitors and collate your keywords Remove duplicates and check for relevant terms and additional keyword clusters


SEMrush - Competitor Research


Forums Looking at industry related forum can sometimes uncover a hidden gem; related questions and discussions points.


How we can apply it? Strategy Site Architecture Content Planning


Strategy Keyword Research is the backbone to most SEO strategies , unlocking wealth's of information to drive decisions. It can be used to understand your audience and plan when to execute key content strategies. Example to this is planning around peak search times around the year


Site Architecture The Architecture for a site has various impacts on your sites performance : Usability User friendly pages improve the user experience by giving them a logical route throughout the site Rankings A well thought out content structure enables you to target the right pages with unique content. Conversations Provide natural journey that moves the user towards a purchase


Site Architecture But how do we know what structure to use? Keyword research determines key clusters that people are searching for and how these link together from broader terms to long tail. This puts keyword research into action by creating pages highly geared towards your keywords and increasing a sites ranking opportunity.


Content Planning A content plan can be greatly enhanced with the inclusion of keyword research. It forms the basis content plans by digging into the behaviors of the target audience and working out what they are searching for. Relevant content can then be produced that targets these areas and keywords. Furthermore , you can use seasonality trends for target keywords to inform when is the best to launch a piece of content.


How to deliver ROI on Keywords


Take Aways


One Big Keyword List


Data Manipulations / Calculations


Additional Tips in Keyword Research


Additional Tips in Keyword Research


Additional Tips in Keyword Research


Write Successful Text Ads Specific Relevant Attractive To effectively reach potential customers, your text ads should be: Empowering


Highlight what makes you Unique Free shipping ? Dazzling variety? Tell people ! Showcase the products, services, offers that make you competitive. Write Successful Text Ads


Include prices, promotions, and exclusives People often use Google search to make a decision about something. Give them what they need to decide . If you have a limited-time discount or stock an exclusive product, say so. Write Successful Text Ads


Empowering customers to take action Are you selling something? Tell people what they can buy. Are you offering a service ? Tell people how to contact you . Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are. Write Successful Text Ads


Includes at least one of your keywords Keywords in your ad text show your ad’s relevance to what people. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras ." Write Successful Text Ads


Match your ad to your landing page Have a look at the page that you're linking to from your ad ( the landing page) Make sure that the promotions or products in your ad are included there.  People might leave your website if they don’t find what they expect. Write Successful Text Ads


Appeal to customers on mobile People seeing your ads on mobile are more likely to want to know where you are, or to call Show your location and phone number with location extension and call extensions.   Consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience Keep in mind,  your text ads can appear differently on mobile. Write Successful Text Ads


Experiment Create three to four ads for each ad group, and use different messages for each to see which does the best.  AdWords rotates ads automatically to show the best-performing ads more often.  Write Successful Text Ads


Check for Common Ad text mistakes In order to make sure all AdWords ads are high quality, every ad must meet high professional and editorial standards That means no  extra    spaces, strange CAPITALIZATION, or unclear URLs, to name a few . Write Successful Text Ads

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